In a time of rapid technological advances, when people can get almost anything done with a few taps on their phone screen, face-to-face communication is a dying art. Some coffee chains embrace automation, encouraging mobile or online ordering and essentially eliminating any need for human interaction. 7 Brew, on the other hand, strives for the opposite, focusing on fostering kindness and building relationships. No wonder the brand is achieving such success! We spoke to one of the 7 Brew team members to learn more about this trailblazing coffee company.
Shortly after being founded in a small Arkansas town in 2017, 7 Brew was sold to new owners, who started franchising. Today, the drive-thru-only coffee shop boasts more than 250 locations across 28 states, including an impressive number of stores throughout the South. “[It’s] a fast-paced, drive-thru environment where everybody has this really genuine interaction,” says 7 Brew team member Gabe Moore.
Gabe knows the ins and outs of 7 Brew. He started as a barista before working his way up to shift lead, manager, regional manager, and now franchise coach. Rather than ordering from their phone or via a voice box, Gabe explains that 7 Brew customers are greeted and served by live team members. “Everybody pours themselves into it without being fake or fluffy,” he says. “Everyone’s really who they are, and that’s what we preach.”
The company culture, he adds, is all about ensuring customers enjoy their experience and team members are happy to come to work. “That’s ultimately what the original owners [wanted], and what we continue to [work toward] as a team today.”
This emphasis on cultivating kindness and forging connections means 7 Brew employees strive to make an impact on their customers every day.
“You get people that come through … on their way to a funeral, about to get married, or [having just found out their] kid was diagnosed with cancer,” Moore says. “People all have something they’re going through, so we err on the side of [treating] everybody the right way. If we truly stand by what we advertise and cultivate kindness, I don’t think we can really miss.”
Of course, customers entering a drive-thru for their weekday morning coffee are likely on a tight schedule. So in addition to maintaining face-to-face connections, 7 Brew also promises fast service. If a line is about 20 cars long, Gabe says guests can expect to wait no longer than five to seven minutes.
One thing that helps with efficiency is the digital loyalty system. Customers’ previous orders are saved in their profile, which is stored in the system with a phone number. This makes reordering favorites quick and easy — a helpful feature when 7 Brew’s menu offers roughly 26,000 possible flavor combos.
The “7” in the company name comes from the seven original flavors: Blondie (a caramel and vanilla breve), Brunette (a hazelnut and caramel mocha), the Smooth 7 (a white chocolate and Irish cream breve), Cinnamon Roll (a blend of white chocolate and brown sugar cinnamon), German Chocolate (a coconut and caramel mocha), and the Sweet & Salty, (a salted caramel and white chocolate breve).
“Our number one seller is the Blondie,” Moore says, “and right behind that would be the Brunette.”
In addition to coffee, offerings include teas, smoothies, shakes, and more. “We’ve developed this really delicious energy drink that’s proprietary to and formulated by us,” Gabe says. He adds that there are even 14 sugar-free flavor options for all beverages. “We try to appeal to the masses. Some people have health restrictions, and we want to be inclusive,” he tells us.
For 7 Brew newbies, Gabe suggests trying either one of the original seven drinks or a unique flavor combo he was responsible for creating. “I have a drink that’s near and dear to my heart,” he says, “because I came up with the flavor combo. It’s blue razz and coconut, and it’s called an Ocean Breeze.”
Regardless of location, every 7 Brew offers the same flavors, which include seasonal specialties like pumpkin in the fall and eggnog during the winter months. “I’m a big pumpkin guy,” Gabe says. “I normally do a pumpkin cold brew with cold foam and some cinnamon sprinkles … if you want to get your seasonal fix, you can do it that way.”
Guests can also count on almost every 7 Brew location to keep the same hours. Most stores are open from 5:30 a.m. to 10 p.m. Sunday through Thursday and 5:30 a.m. to 11 p.m. Friday and Saturday.
“I really do feel like we’re making a difference,” Gabe says. “That’s why I do [what I do]. He adds, “I’d like everybody to come through and experience it at least one time. See if your cup is filled up, and you have a better day because of the interaction you get from one of our team members.”
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